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10 Ways to
Write More Effective Ads
Write To Be
Scanned
Your layout is very important in a sales letter,
because you want your letter to look inviting, refreshing to the
eyes. In short, you want your prospect to stop what he’s doing
and read your letter.
If he sees a letter with tiny margins, no
indentations, no breaks in the text, no white space, and no
subheads…if he sees a page of nothing but densely-packed words,
do you think he’ll be tempted to read it?
Not likely.
If you do have ample white space and generous
margins, short sentences, short paragraphs, subheads, and an
italicized or underlined word here and there for emphasis, it
will certainly look more inviting to read.
When reading your letter, some prospects will
start at the beginning and read word for word. Some will read
the headline and maybe the lead, then read the “P.S.” at the end
of the letter and see who the letter is from, then start from
the beginning.
And some folks will scan through your letter,
noticing the various subheads strategically positioned by you
throughout your letter, then decide if it’s worth their time to
read the entire thing. Some may never read the entire letter,
but order anyways.
You must write for all of them. Interesting and
compelling long copy for the studious reader, and short
paragraphs and sentences, white space, and subheads for the
skimmer.
Subheads are the smaller headlines sprinkled
throughout your copy.
Like this.
When coming up with your headline, some of the
headlines that didn’t make the cut can make great subheads. A
good subhead forces your prospect to keep reading, threading him
along from start to finish throughout your copy, while also
providing the glue necessary to keep skimmers skimming.
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